SodaStream, the Israeli-owned company that fancies itself in the forefront of a “soda revolution,” is in the forefront of an unusual Super Bowl advertising matrix that mixes politics with censorship and, perhaps, some savvy marketing maneuvers.

The company, whose products allow customers to make their own carbonated sodas, hired actress Scarlett Johansson as its celebrity spokesperson but says it was forced to remove references to Coca-Cola and Pepsi-Cola from its Super Bowl spot.

Johansson, meanwhile, resigned Wednesday from her role as a goodwill ambassador for the human rights coalition Oxfam because the group objects to the location of SodaStream’s manufacturing plant in a Jewish settlement on the occupied West Bank.

Daniel Birnbaum, the company’s chief executive, said criticism of Johansson was prompted by “political activists and misguided non-governmental organizations. … Politics are not at the core of our business. We want to focus on the soda revolution, challenging the legitimacy of the (disposable) bottle and can.”

He reserved most of his ire, however, for Fox, which he said required SodaStream to edit the last line of Johansson’s script, which read, “Sorry, Coke and Pepsi.” A year ago, SodaStream was required to remove images of Coke and Pepsi delivery trucks from its Super Bowl ad.

“Someone is afraid to let SodaStream’s voice be hears,” he said. “We do not denigrate. We don’t show skin. We are not immoral. … We have a healthier product for the world. Why is the head of Fox afraid?

“We are airing the (uncensored) ad online, and we are showing it in other countries, including Russia. But what is good enough for Russia isn’t good enough for Fox.”

Birnbaum said he would prefer to pull the ad and retrieve the estimated $4 million that Fox is charging for a 30-second Super Bowl spot but said Super Bowl ads are valuable not so much for their ability to sell products but as a bully pulpit,

“The Super Bowl is a platform to make a statement,” Birnbaum said. “Last year the statement is that we (SodaStream) have arrived. This year, the statement is that we need less sugar, fewer (soft drink) bottles, and we explain to consumers why SodaStream is a smart choice.”

He also acknowledged that the censorship furor has boosted awareness of SodaStream.

“We got our money’s worth out of advertising in the Super Bowl last year, and maybe because of Fox we will get our money’s worth again,” he said. “They gave us the gift of censorship, which is a blessing in disguise. I didn’t ask for it, but maybe it will be good for SodaStream.”

Bob Horowitz, producer of the annual CBS show “Super Bowl’s Greatest Commercials,” said there was method to SodaStream’s ad strategy.

“There’s no risk anymore with (network) standards and practices and Super Bowl commercials,” he said. “If there is an issue and an ad is rejected, the will talk about it. There’s no risk. It’s free advertising.”

A spokesperson for Johansson, meanwhile, said she “has respectfully decided to end her ambassador role with Oxfam after eight years. She and Oxfam have a fundamental difference of opinion in regards to the boycott, divestment and sanctions movement. She is very proud of her accomplishments and fundraising efforts during her tenure with Oxfam.”

Oxfam said Johansson’s role with SodaStream “is incompatible with her role as an Oxfam global ambassador. Oxfam believes that businesses, such as SodaStream, that operate in settlements further the ongoing poverty and denial of rights of the Palestinian communities that we work to support.”